Make your content stand out from the herd
On 19 November 2012 at the inaugural Content Marketing Show in London, I’ll be running a workshop on pitching content to journalists and bloggers. In effect, link building training. Over my 14 years in technology as (mostly) PR and also an IT journalist, I’ve done a fair deal of pitching stories to what we now term “influencers” (as we include bloggers, podcasters and others into the mix) plus I’ve also been on the receiving end of PR outreach.
Much of that PR outreach has not changed in the time I’ve worked in this sector – you would not believe some of the crap journalists receive – but the onus is now on online marketers to think like PRs after Google’s Panda and Penguin algorithm updates put the emphasis on quality, diverse links and social signals become even more important to both Google and Bing.
If you build it, will they come? How to market content
I’ve heard it said that if the content is of a high quality then the links will look after themselves. This is only a half-truth; that content needs to hit the right people (cliché o’clock…) at the right time (I did warn you!) to help increase its chances of being seen, enjoyed and shared.
The proceeds of that outreach will determine whether or not that piece of content achieved its core objectives.
I spoke on this subject at the BrightonSEO conference in April 2012 and so will be covering:
- Content basics: You may be running content campaigns but are you doing them right?
- Keywords and keyword trends: How this impacts your content
- How journalists and bloggers differ
- Media relations 101
- Tools for the job (free and paid)
- Content lifecycles
- Social media news releases: making the most of “churnalism”
- Blogger relations 101: how to identify genuine “influence” and pitch
- Evaluation and reporting to clients
- Practical pitching
As you’ll guess from that final bullet point, we’ll also be working in groups on a practical outreach programme.
I want people to come away from the session feeling that they are more confident that the great content that they are preparing for clients can be that much more honed and stands a better chance of achieving – or even exceeding – its objectives.
If you would like to attend, please visit: http://www.contentmarketingshow.com/workshops/pitching-content-to-journos-and-blogger-training-workshop
I look forward to seeing you on 19 November!
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